What is eye tracking?
Eye tracking is the process of measuring either the point of gaze (where one is looking) or the motion of an eye relative to the head. An eye tracker is a device for measuring eye positions and eye movement. Eye trackers are used in research on the visual system, in psychology, in cognitive linguistics and in product design. There are a number of methods for measuring eye movement. The most popular variant uses video images from which the eye position is extracted. Other methods use search coils or are based on the electrooculogram.
Eye tracking provides the opportunity to examine the visual behavior of a consumer while interacting with a target package. This may be used to analyze distinctiveness, attractiveness and the tendency of the package to be chosen for purchase. Eye tracking is often utilized while the target product is in the prototype stage.
In general, eye tracking studies function by presenting a target stimulus to a sample of consumers while an eye tracker is used to record the activity of the eye. The resulting data can be statistically analyzed and graphically rendered to provide evidence of specific visual patterns. By examining fixations, saccades, pupil dilation, blinks and a variety of other behaviors researchers can determine a great deal about the effectiveness of a given medium or product.
Eye tracking is commonly used in a variety of different advertising media. Commercials, print ads, online ads and sponsored programs are all conducive to analysis with current eye tracking technology. The study revealed that ad size, graphics, color, and copy all influence attention to advertisements. This allows researchers to assess in great detail how often a sample of consumers fixates on the target logo, product or ad. As such, an advertiser can quantify the success of a given campaign in terms of actual visual attention.
Objective Experience provide the eye tracking technology
Objective Experience is one of Customer Experience Consultants who aim to improve the experience of a brand, across every touch point (both online and offline). At Objective Experience, Objective Experience research how people interact with websites, mobile apps and shopping environments, and then provide actionable recommendations to improve the customer experience.
Objective Experience provide user experience services across digital products such as websites, ipads and mobiles. And we provide customer research services across shopper, advertising and packaging. Objective Experience make the most of new technologies, and are the leaders in using eye tracking technology to uncover unconscious insights which can be uncoded to improve the experience for the customer.
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